Theoretical basis of investment policy and marketing in the energy sector of Ukraine

Magdych Yuliia
PhD student, Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: yu.mahdych@gmail.com, ORCID: https://orcid.org/0009-0009-0782-4591

Strii Lyubov
Doctor of Economics, Professor, Professor, Department of Marketing and International Logistics, Odesa National Economic University, Odesa, Ukraine, E-mail: striyla@ukr.net, ORCID: https://orcid.org/0000-0003-4683-1806

Received: 12.06.2025    Аpproved: 24.06.2025    Рublished online: 25.07.2025

Cite this article:

Magdych Y., Strii L. (2025) Theoretical basis of investment policy and marketing in the energy sector of Ukraine. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Teoretychni osnovy investycijnoi polityky ta marketyngu v energetychnomu sektori Ukrainy.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 6 (331), pp. 80-86.

Abstract

The purpose of the study is to investigate the relationship between investment policy and marketing strategies of enterprises in the energy sector of Ukraine in the context of the transformation of the fuel and energy complex, taking into account the challenges of digitalization, energy efficiency, environmental responsibility and globalization. The study employs analytical, systemic, and comparative approaches to examine the relationship between investment activity and marketing strategies. An analysis of scientific works by domestic and foreign scholars on investments, marketing, and the energy sector was conducted. The regulatory framework of Ukraine regarding investment activity was reviewed, and key criteria for investment classification were identified. It has been demonstrated that investments are a fundamental factor in the development of the energy sector, creating the financial basis for infrastructure modernization, implementation of cutting-edge technologies, enhancement of energy efficiency, and environmental responsibility. A direct link has been established between the scale of investment activity and the level of development of a company's marketing function, which allows for the formation of new communication channels, adaptation of pricing policies, and building a sustainable brand image. It has been determined that investment policy in the energy sector should be comprehensive and closely linked to sustainable development goals, which is ensured by attracting international capital and participating in energy saving and digitalization programs. The study confirmed that energy infrastructure is a crucial component of marketing policy, and investments in it directly impact market needs satisfaction. It was emphasized that the specifics of the energy market necessitate investments in digital technologies, analytical systems, and process automation to improve the efficiency of market activities. The research results provide a theoretical basis for developing effective management decisions that will contribute to the integration of investment policy and marketing strategies of energy companies in a dynamic external environment. The findings can be used in formulating development strategies for fuel and energy complex enterprises, developing investment programs, and increasing their competitiveness in national and international markets.

Keywords

investments, marketing, energy companies, competitiveness, digitalization, sustainable development, energy efficiency, environmental responsibility.

JEL classification: M310; O360;DOI: https://doi.org/10.32680/2409-9260-2025-6-331-80-86

UD classification:330.3

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